SCA

Roll-out of European loyalty strategies, surveys and sales efficiency tools in 15 countries

SCA Away From Home Tissue is part of the SCA Group and one of Europe's leading suppliers of paper towels, napkins, dispensers and other paper products for personal hygiene and industrial use. SCA wants a clearer focus on customer loyalty and the service its customers are offered. SCA operates in a commodity market where branding and strong long-term customer relations are becoming more and more important in terms of future earnings.

Tasks:

• Implement Pan-European customer loyalty benchmarks in 19 of SCA's subsidiaries
• Improve sales efficiency through training in loyalty-based sales
• Implement local loyalty strategies
• Mapping challenges
• Develop a benchmarking system that can be implemented in various different countries
• Create local ownership of a globally designed customer benchmarking system
• Implement New Ways of Working with customers. From finance based on transactions to finance based on relations
• Ensure that subsidiaries work with results that have an impact on customers
• Develop implementation tools that are not drowned out by the multitude of global standards and methods
• Ensure a top management focus on the project to capitalise on the investment in the system.

Concrete results

We have:

• implemented a system that helps the subsidiaries develop individual customers in terms of retention and additional sales
• implemented a system that provides input for strategic decisions
• implemented Key Performance Indicators such as Loyalty Index®, share of budget, cost to serve, gross contribution per customer and brand awareness
• competencies and tools for solving the assignment
• loyalty surveys
• business simulations in the Forespring™Loyalty Simulator
• action tools for more efficient sales
• loyalty strategy workshops
• a train-the-trainer approach. 

SCA has positively developed its customer dialogue, and difficult areas such as price adjustments are easier to discuss with customers. SCA's customers are pleased with the system, as they feel their needs are being listened to and any problems are solved. The CSLM system has positively contributed to improving customer relations where it has been implemented.